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Identifying customers who respond to a microsite


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Identity matching also allows marketers to track unidentified customers and their interactions with Microsites. When an anonymous individual visits a Microsite, the system identifies the individual with a unique identifier. Later, when customer information is available to the Microsite, the system associates the anonymous user's interactions with the customer.

The following associations are captured during interactions with the Microsite:

  • CustomerID to UniqueID
  • CustomerID to Email Address
  • UniqueID to Email Address

Identity matching in Microsites is handled by the following stages in the lifecycle:

  1. Load Data - In addition to loading customer data, this stage also saves the aforementioned association data. For example, if the browser cookie contains the unique id but the Microsite is aware of the customer, this stage associates the unique id and the customer id. Additionally, the cookie is updated with customer information.
  2. Confirmation - In this stage, the Perform Identity Matching step associates available Microsite attributes. For example, if the Microsite collects email information, this information is associated with the available identifier (customer id or unique id).

To perform identity matching during a different stage, include the Perform Identity Matching step in that stage.

In addition to the above stages, identity matching also occurs in the following areas in Microsites:

  • Impression capture - When the section RecordImpressionForMicrosite is included in a Microsite stage to capture impressions, it calls the IMPR service. For anonymous users, this service records the impression using the unique id.
  • Launching another Microsite - When a Microsite launches (or redirects to) another Microsite, identity matching attributes - such as customer id or unique id - are propagated to the new Microsite.

If the Perform Harness rule is specialized in the new Microsite class, ensure that the IdentityMatchingConfiguration Section rule is included in this Harness. This section enables the Internet Application Composer (IAC) gadget to update the browser cookie.
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